Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Programmatic Digital Display Ad Spending

Ad Spending and Industry Trends Through 2021 for Canada, China, France, Germany, the UK and the US

Programmatic Digital Display Ad Spending

Ad Spending and Industry Trends Through 2021 for Canada, China, France, Germany, the UK and the US

See All
Download
Share
About This Report
This report collection explores programmatic digital display ad spending through 2021 across Canada, China, France, Germany, the UK and the US. Reports include breakdowns by device, transaction type and more, and explore the factors driving investment.

Executive Summary

In a mere matter of years, automation has come to dominate how media buyers access display ad inventory.

Programmatic advertising, that is, the use of automation in the buying, selling or fulfillment of ads, is no longer merely synonymous with real-time bidding (RTB), an auction-based, impression-level method of buying ad inventory that first put the term on the digital advertising map. Automated tools and technologies now power the vast majority of social advertising. They power direct transactions and guarantees that use automation to enhance audience targeting. They grant buyers access to premium video and in-app inventory. They make it possible to secure quality inventory and audiences from the walled gardens. Programmatic is, in a word, powerful.

We released our first estimates of programmatic display ad spending for the US in 2014. In 2015, we released our first estimate for the UK and in 2016, we released additional estimates for Canada, China, France and Germany. Over the years, we’ve watched these markets adopt, optimize and advance their programmatic advertising practices to the point where today, programmatic accounts for the majority of display ad spending for all of them.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

2charts

Reliable data in simple displays for presentations and quick decision making.

authors

Lauren Fisher

Contributors

Ross Benes
Analyst
Alina Brentnall
Researcher, Europe
Paul Briggs
Senior Analyst
Man-Chung Cheung
Research Analyst
Blake Droesch
Junior Analyst
Bill Fisher
Senior Analyst
Eric Haggstrom
Forecasting Analyst
Nazmul Islam
Junior Forecasting Analyst
Angela Kim
Senior Researcher
Jennifer Jhun
Research Director, International and Special Projects
Nicole Perrin
Principal Analyst
Monica Peart
Senior Director, Forecasting
Melissa Rosenberg
Senior Researcher
Shelleen Shum
Director, Forecasting
Tracy Tang
Senior Researcher
Karin von Abrams
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client